Posted on June 12, 2020
Now, I know what some of you might be thinking, “Who is this weirdo telling me that my brand is a living being?” Well, let me introduce myself: my name is Rachel Wilson and I’m the new creative director at OrthoSynetics. I am also a brand storyteller, copywriter, and strategist with over 18 years of experience working on Fortune 500 brands, Mom n’ Pop brands, bacon festival brands, tourism brands, sports brands, and – you guessed it – orthodontic brands. What all of this collective experience has taught me is that the brands that think of their businesses as living beings are more successful.
Here’s what I mean: When you start to think about your practice as a brand it becomes something bigger than a practice. It becomes a feeling, a phrase, an idea that people gravitate toward.
When I build brands for practices I like to tell a story. Before I can effectively do that I like to have a conversation with you so that I can find out who your brand is. I ask questions. A lot of questions. Odd questions. Funny questions. And, of course, serious questions. All of this information helps me to picture your brand as a living, breathing, thing – or, more accurately, a person. After all, that’s who your brand is talking to every day – people. Your patients and potential patients. So, I imagine who your brand is: what they sound like, what they wear, and what shows they like to watch. I even imagine what they do on the weekends. Knowing this information helps me to create a brand voice in copy that feels unique and honest. It also helps the designer create content for your brand, helping them convey your brand voice visually.
Curious about your brand personality? Try this experiment: Picture your brand in your mind. Now, imagine that you’ve just run into your brand on the street. How would they greet you? What would they be wearing? What would you say back to them? How does your brand make you feel when you’re around them? Asking these questions helps to identify your brand’s personality. Remember, you are not your brand. You are you. Your brand is as individual as you are. Now, your brand may like the same things as you, but overall think of your brand is its own person.
After thinking about all of that, think of what your brand looks like, pick an actor that seems to resemble your brand if it were a person. Then, pick the one or two brands your brand loves/supports – think car brands or clothing brands.
If you’re ready to dive a little deeper into this process, reach out to us today! We’d love to help you build a brand you love!